The U.S. advertising marketplace fell 4.6% in September vs. the same month a year ago, marking the fourth consecutive monthly decline, and suggesting the beginning of a new U.S. ad recession. While the June-September 2022 declines compare with healthy gains for the same months a year ago, the 2021 boom was also the beginning of downward trend (see chart above). The new monthly data comes as major agency holding company forecast units have been reaffirming double-digit growth expectations for calendar year 2022 and mid-single-digit gains for 2023, at least at this point.

Direct mail is experiencing a long overdue resurgence for retailers, hastened by the pandemic. Increasingly crowded ads on social media and Google, full email inboxes, SMS dings all day long ... while the much-maligned mailbox remained emptier as credit card offers dwindled and in-store postcard coupons were recycled. It’s not surprising that many e-commerce brands decided to communicate in a new “old” way and test direct mail. We had the pleasure of assisting several launches in 2020 — some planned before the lockdowns, others as a new COVID strategy. Two of the biggest surprises for folks new to mail are: 1. the amount of time it takes to properly put together an effective mailing; and 2. how expensive mailing can be. One of our print partners and I assisted a pure-play that mailed within three weeks of our first discussion … this is NOT typical and we don’t recommend it. Haste makes waste.

Amazon is in discussions with a longtime partner about the path going forward. The online giant said it is discussions with the U.S. Postal Service about its future relationship and considering its options before its current contract expires, reported Reuters. The current agreement between the two parties expires in October 2026. Under the current agreement, Amazon accounts for roughly 7.5% of the agency’s revenue in 2025, according to The Washington Post, which also said that Amazon was considering cutting ties with the USPS. But in e-mailed remarks to Chain Store Age, Amazon said that, from the start, "we have disagreed with the framing of the Washington Post’s piece." "It's not our plans to cut ties with the USPS— in fact it's the opposite," Amazon told Chain Store Age. "Without a doubt, our goal is to continue working with the USPS, as we have done for the past 30+ years and are going to continue to push to reach an agreement."